For CEOs & founders of service-based businesses

Don’t spend January figuring out what matters for 2027.

Close 2026 with zero loose ends. Partner with a former 5x C-suite operator to make the hard calls, clarify next year’s focus and eliminate the 6-week spin-up cost in Q1.

Stop deciding alone.Leverage two sessions that define three priorities and crystallize what matters most, so your team stops waiting on you for direction.

Book Your Free 20-Minute Fit Call Not ready? Take the free 7-minute Drag Check →

$3,999 one-timeAbout 4 hours of your timeUsable Decision Plan Guarantee

Monica McKitterick, CEO, Impact Family Wellness (3 locations)

What you walk away with

Example

BIG AMBITIOUS GOAL

Five locations that run without the founder in every room.

2027 GOAL

Open location three profitably and hand daily operations to a GM.

ReferralsWeekly outreach running by Mar 31Owner: Sales lead

Decisions off your deskManagers make staffing callsOwner: Ops manager

GM readyDaily ops run without youOwner: Future GM

Dec 31

January

February

March

Clarity creates capacity. Define ownership and what matters most. Align the team. Get the right work done.

Trusted by leaders at

30+

Years C-suite

$3B+

Value created

Day transformations

600+

Advisory sessions

Sound familiar?

The 6-week “January Spin-Up Trap”

The Holiday Hangover

Spending the family break hunched over a laptop, trying to map out goals, a compelling vision and a 12-month strategy in a vacuum.

The 6-Week Ramp-Up

Vague growth goals, and January disappearing into circular kickoff meetings, fuzzy priorities and managers doing low-leverage busy work while they wait on direction.

The Bottleneck Trap

The exact same unresolved staffing, pricing and operational decisions from last year landing right back on your desk by February.

And just like that, you’re back in Groundhog Day, reliving the way it’s always been.

Sound familiar?

Everyone waits for your plan. Nobody challenges it.

You’re surrounded by capable people, and still nobody pushes back. When you float an idea, they nod. When you’re wrong, you find out three months later. You didn’t build this business to be the only one thinking about all of it.

Your thinking runs in loops.

Same problems, same options, same conclusions, because nobody asks the question that breaks the pattern.

Old playbooks keep getting recycled.

What got you here isn’t what gets you there, and you don’t have access to new ones.

Busy work beats strategic work.

Your team is working hard, but not always on what matters most, because “what matters most” was never made explicit.

The big goal stays fuzzy.

You know where you want to go. What it means for this year, and what to stop doing to get there, never quite gets written down.

Decisions keep coming back.

Hiring, pricing, the next location. Without clear criteria, the same calls get reopened every month.

And the 2027 plan gets made alone again.

At the kitchen table, over the break, then handed off to a team that didn’t help shape it.

The missing chair at your table

Meet the #2 who has sat in every chair.

30+

Years operating

C-suite seats

Founder exits

400+

Locations scaled

When you lead a growing business, everyone waits on your decisions, but almost nobody challenges your thinking.

Justin McCullough has been the CEO, COO, CMO, CPO and global product leader, with two successful exits. He has scaled small businesses, led across 30+ physical facilities, rolled out growth strategies across 400+ Capital One branches and led global product teams at CBRE. He knows how execution stalls as you grow, and how to build systems your managers can run without pulling you into every room.

Why I built this

The day I stopped deciding alone.

The moment

I was the CEO choosing between three target segments. We had results in all three, sales were flat, and I’d promised the board our investment in marketing and engineering would turn into new revenue.

What changed

I stopped running on my own view of sales and moved into guide mode, bringing my team’s insights together to find where our greatest impact was, and what to cut to end the distraction, rework and indecision.

The result

$5M → $100M

in less than four years, from one critical decision and a team focused on it.

The Head Start gives you that conversation, before your 2027 starts.

Decision tools that work
Vision · Intention · Means

Decide with me

You don’t get a report. You get a thinking partner in the room.

I do not just ask questions and leave you with homework. I help you work through the answer.

We examine the why, what, what-if and why-not until the decision is clear enough to act on. Already on EOS or Scaling Up? Keep it. This sharpens the system you have.

What happens when we work together

Your blind spots, challenged

The questions your team won’t ask

Real constraints found, not symptoms

Decisions on what matters most and why

Action items that add up to results

Priorities ranked by business impact

You are seen, heard, understood and helped

Your time valued and focused on growth

How it works

Three steps. Candid discussion. Focused on impact and what matters most.

About 4 hours of your time in total. Diagnostics ensure rigor and quality; Justin does the challenging and builds the roadmap with you.

1
STEP 1
Talk
Free 20-minute fit call. Then a 30-minute pre-work assessment and your 90-minute diagnostic intake.
2
STEP 2
Decide
A 90-minute working session on a digital whiteboard. The hard calls get made.
3
STEP 3
Run it
Your written plan in 5 business days, then a 30-minute review and refine.
FINISH LINE
Finish line
Your Q1 plan ready, and peace of mind.

Step 1 · Talk: the 90-minute diagnostic intake

Step 1

Your pre-work assessment means Justin arrives already knowing where execution drag is hiding (the friction between what you plan and what actually gets done), so the conversation starts with what matters.

How the call flows: blocks of time together, in order

Diagnostic readout

Your big ambition, out loud

What’s working, what’s not, and why

Decisions you’re carrying

Where effort is leaking across strategy, structure, operations and culture.
A first draft of your big ambitious goal, in your words, then challenged.
Root causes separated from symptoms, so you stop solving the wrong problem.
A shortlist of the decisions you’ve been revisiting, with what’s blocking each one.

You leave with: the real problem named and a decision shortlist for Step 2.

Step 2 · Decide: the 90-minute working session

Step 2

You work visually on a digital whiteboard while Justin pushes back on every priority until it earns its place, and helps you choose what to stop.

How the call flows: blocks of time together, in order

Set the 2027 goal

Priorities and trade-offs

Key decisions and resources

Dec 31 & Mar 31

Q1 focus

One overarching 2027 goal you can measure.
Three priorities and the few moves that matter most, plus what you’ll stop, delay or say no to.
The calls you’ve been carrying, made with clear criteria, plus where money, people and your time go first.
What must be true by Dec 31 and by March 31.

You leave with: decisions made, not a list of ideas.

Step 3 · Run it

5 business days

Justin turns your decisions into the written plan, then a 30-minute review and refine session makes sure it’s usable before you hand it to your team.

Your plan includes

The 2027 direction
Your three Q1 priorities, each with an owner and a measure
What to stop or defer
First actions for January, February and March
Key dependencies and decisions still open

You leave with: a plan your team can act on from January 5.

MILESTONE 1 · THE FINISH LINE

Must be true by Dec 31

Your 2026 list is sorted: finished, decided, delegated or deliberately deferred.
The 2027 goal and three priorities are written down and shared with your team.
Every priority has an owner who has said yes.
You can switch off for the holidays without a loose end waiting.

MILESTONE 2 · THE PROOF POINT

Must be true by March 31

Each priority has hit its March 31 measure, or you know exactly why not.
Owners are running their priorities without waiting on you.
The decisions you made in November have stayed made.
You know what Q2 has to solve to keep 2027 on track.

Why now: sessions run in November and December so your plan is ready before your team is back on January 5. Working sessions are booked first-come by calendar.

Book Your Free 20-Minute Fit Call

You don’t have to learn any of this

You show up and talk. I carry the load.

You don’t need to understand the diagnostics, the frameworks or how any of it works. I meet you where you are, bring the tools and the insight, and guide every step, so you can do what you do best: say what’s on your mind, talk through your goals and make the calls.

Show up and talk.

Bring what’s on your mind. There are no frameworks to learn first.

Think it through together.

We work it out live, side by side, on the whiteboard.

Walk away with the plan.

I turn the conversation into your roadmap.

What you walk away with

Three things you can use on January 5, not a pile of notes.

A 2027 goal that settles arguments

Your big ambition and the one-year goal that proves progress, so every trade-off has a tiebreaker that isn’t you.

BIG GOAL
Where the business is going

2027 GOAL
The one-year step that proves it

Trade-offsKey decisionsWhat to resourceWhat to solve for

A clear finish line for 2026

What must be true by Dec 31, so you can actually rest over the holidays.

BY DEC 31
Clear the deck

Finish what matters
Decide what’s been waiting
Delegate or deliberately defer the rest

Your Q1 2027, mapped

Three priorities with owners and measures, and what each month has to deliver.

Critical priorities and key problems to solve

A clear picture of what must be true by day 91

Action items and tangible results for January, February and March

“When you’re inside the package, you can’t read the label.”

This gives you and your team the clarity to start with momentum, without weeks of swirl and spin-up.

IF NOTHING CHANGES

Another January of figuring out how to start.

The plan gets made alone over the break, then handed off.
The big goal stays a feeling, so every priority looks equally urgent.
By February the same decisions are back on your desk.
March arrives and you’re still doing the work of three people.

JANUARY 5, WITH A HEAD START

You walk in knowing exactly what happens next.

Your team knows the 2027 goal and why it matters.
They get three priorities with owners, not a list of goals.
The decisions you’d been revisiting are made and written down.
Your managers start on the work that matters, not busy work.
You actually rested over the holidays.

The cost of doing nothing

What does a slow January cost you?

Every day your managers spend working out what matters is payroll spent on catch-up. Adjust the numbers for your team.

Managers and leaders

Average salary ($)

Days to spin up

Payroll spent figuring out how to start

$62,308

Your 2027 Head Start

$3,999

Leaders × (salary ÷ 260 working days) × days. It doesn’t count the decisions that wait on you, or the quarter that starts late.

In their words

CEOs who stopped carrying it alone.

**Rudolph Garrison Jr.**
Owner & Managing Partner, Cedar Oak Insurance

**Andrea Davis, PT, DPT**
Owner, Davis Physical Therapy & Sports Rehab

**John Way**
Founder, Innovative Way Inc

Is this for you?

This is for you if

You run an owner-led service business with a team
You’re ready to make hard calls, not just talk about them
You value expertise, productive friction and collaboration
You want your team moving on day one of 2027

This is not for you if

You want someone to agree with you
You want a coach for yourself, not decisions for the business
You want a 50-page binder to file away
You’re not willing to stop or defer anything

Everything included

Your 2027 Head Start

Strategy sessions with Justin + written plan + review$8,000 value

2 months of office hours$1,998 value

Bonus: anonymous team insights + insights report$2,500 value

Total value ~~$12,498~~ Today: $3,999

Book by Dec 1 and your team’s insights come back before your working session.

Your 2027 Head Start

Two working sessions that turn your 2026 loose ends and 2027 ambitions into an impact plan, done before the first week of January.

$3,999 one-time

Or 2 payments of $2,000

Usable Decision Plan Guarantee

If your plan is missing anything we agreed on, I complete it free. And if you don’t feel ready to run Q1 with it, I’ll add another working session, on me.

Book Your Free 20-Minute Fit Call I’m ready, buy now →

Before you decide

I’m slammed. Do I have time for this?

About 4 hours in total: a 30-minute pre-work assessment, a 90-minute diagnostic intake, a 90-minute working session and a 30-minute review and refine session. Office hours are optional. Justin turns your decisions into the written plan. Being slammed is the reason to do it now, not in January.

Do I need to know my 2027 goals already?

No. Bring your ambitions, concerns and current thinking. Turning a big, fuzzy ambition into a 2027 goal that’s realistic for your business is exactly what the sessions are for.

How is this different from a consultant or a coach?

A consultant interviews you and comes back weeks later with a deck. A coach asks good questions and leaves the answers to you. Here you decide in the room, with someone who has run the functions you’re deciding about, and you leave with a plan, not homework.

What if the plan isn’t usable?

That’s what the Usable Decision Plan Guarantee is for. If any agreed component is missing, Justin completes it at no additional charge, and if after your review you don’t feel ready to run Q1 with it, he adds another working session at no cost.

We already use EOS or Scaling Up.

Keep it. This isn’t a new operating system. Your 2027 goal, priorities and 90-day plan feed straight into the cadence you already run.

Does this include my leadership team?

The Head Start works with you, and the team insights bonus brings in your team’s anonymous view, so the plan reflects what they see and they’re bought in from the start. You choose one: a 1-hour facilitated diagnostic session for up to 7 team members, or self-paced team diagnostics for as many people as you like, covering team health, capacity, role clarity and goals.

Do I have to keep working with you in January?

No. You get a complete plan, and 2 months of office hours are there while you put it to work. If you want more hands-on help later, we can talk about that separately.

Don't plan 2027 alone.

Another January of figuring out how to start, or a clear 2027 goal and a team that knows the priorities on day one. The call is free, and it takes 20 minutes.

Book Your Free 20-Minute Fit Call Take the 7-minute Drag Check

[email protected] · 409-550-6681

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